Defining Your Brand: What is a Brand Vision?
Have you ever thought about where you want your brand to be in five months? How about in five years? A brand vision is a statement of ideals and intentions that reveal the aspirational aspect of your brand. Put simply, a brand vision is a statement or a long-term goal regarding where your company is headed. These intentions define your business and transmit personal and emotional cues to potential customers to allow them to connect with your brand on a deeper level. Let’s face it: connection is more important than it has ever been before. It’s 2020 and the online space can be very noisy! As consumers, we tend to connect more with businesses and brands whose message resonates with us on a personal level.
In this article, we’ll share three things to keep in mind when piecing together your vision statement. Let’s jump into it!
1. Define Your Customer (And Product)
Before you can change the world, you need to decide how you will do it. This begins by identifying what segment of the population you hope to target with your company’s offerings. If your goal is help woman feel beautiful through fashion, do you want to work with local women, or do you have an online store that sells clothes to women around the globe? To which age range do you want to cater? It’s important to be clear on who you want to reach and what you’re bringing to the table. By clearly stating these facets of your brand, you can help your team stay focused and present a unified concept to your intended clientele.
2. Set Aspirational Goals
Beyond identifying your brand’s audience, you’ll also need to determine where you see your brand headed in the future. What landmarks do you want to have achieved in six months? Twelve months? Several years? Thinking ahead and setting your brand’s aspirational goals can help you achieve seemingly impossible heights. As one powerful example, let’s consider Amazon’s brand vision statement:
Our vision is to be the earth's most customer-centric company, to build a place where people can come to find and discover anything they might want to buy online.
Today, those who patronize Amazon know that this vision has become a reality. When Amazon was founded over 20 years ago, though, the internet was less prevalent, so the goal of creating an online storefront from which people can literally buy anything they want might have seemed to some like pure fantasy. Their vision, however, guided Amazon over the years to become one of the most powerful figures in online retail and set a new benchmark for corporate visions.
3. Allow Your Vision to Evolve
What the Amazon case study also recalls is that vision statements must be designed to evolve with changes in technology, culture, or consumer expectations. While brand visions are formulated for the long term, it is important to revisit, reassess, and revise your vision to ensure it is always relevant for both, your consumers and your company. An outdated vision statement reflects a company not in-tune with its clients or its products, so stay on top of your statement to ensure that it reflects both the new and the now.
To Wrap it Up…
Achieving the perfect vision statement can be easier said than done. Take a hard look at your vision statement: does it convey the aspirations you have for your company? If you feel that your vision statement is missing the mark or simply isn’t conveying the message you want your brand to communicate, feel free to contact us. Sometimes the perspective of an outside professional offers the insight to elevate your brand vision from acceptable to exceptional. Furthermore, if there’s anything you would like to add about brand visions or have an amazing success story you’d like to share, connect with us on Insta! We’d love to keep the conversation going.
Article by: VCREATIVE Miami